Dynamic Balancing of Dual-channel Supply Chains with Marketing Efforts Considering Consumer Channel Preferences
Marketing effort plays a crucial role in identifying and understanding potential consumer demand and cause the business profits to fluctuate.Against this background,this study aims to construct a dynamic game model of a dual-channel supply chain that incorporates marketing efforts and analyze the stability conditions of the system equi-librium.Numerical simulations are exerted to analyze complex dynamic behaviors of the system,such as bifurcation diagram and evolution of coexistence attractors.The results demonstrate that factors such as the speed of demand ad-justment,consumer channel preference,manufacturer's marketing effort input factor,and manufacturer's and retailer's demand sensitivity coefficient all have an impact on system stability.Notably,it is observed that there exists a critical threshold for marketing effort,beyond which the system exhibits chaotic behavior.These findings provide valuable insights for managers to enhance their marketing strategies and ensure the stability of the dual-channel supply chain.At the same time,the channel preference coefficient and marketing effort need to be kept within a certain range,oth-erwise the market will lose stability and present a chaotic state.
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